The present study was conducted to determine the paradigmic model of factors affecting customer satisfaction in the bread industry. For this purpose, using the Grounded Theory, qualitative data related to 18 bread industry experts in Iran were collected using interview
More
The present study was conducted to determine the paradigmic model of factors affecting customer satisfaction in the bread industry. For this purpose, using the Grounded Theory, qualitative data related to 18 bread industry experts in Iran were collected using interview tools and analyzed with MaxQDA software. After three coding steps, it was found that five variables affect customer satisfaction (product, employee, environment, and brand satisfaction), which are; Product features, production process, price fairness, employees and store environment. Customer satisfaction will lead to consequences such as competitive advantage, market share, financial performance and customer loyalty. Of course, for this effect, it is necessary to implement marketing strategies such as handling complaints, branding, brand social responsibility and customer relationship management. The most important intervention factors identified were the traditional bread market share, the economic situation, the intensity of competition in the industry and the coronavirus pandemic. Finally, technology in the production of industrial bread, the core competencies of the company, customer knowledge in the field of industrial bread and the standards of the Industrial Bread Union have been introduced as the governing platform
Manuscript profile
